Bitly, the well-known URL shortening and link management platform, faced a unique challenge when they approached 100hax. Despite widespread brand recognition and millions of users, they were struggling to leverage organic search as a growth channel for their premium offerings.

Their specific challenges included:

• Brand-dominated search traffic with 85% of organic visitors searching directly for "Bitly"

• Poor visibility for non-branded terms related to enterprise link management and analytics

• High bounce rates of 76% from organic traffic landing on their homepage

• Low conversion to premium plans with less than 0.4% of organic traffic exploring enterprise offerings

• Content gap in addressing specific business use cases for link management

• Keyword cannibalization issues across their blog and product pages

• Underperforming resource centre with outdated content that failed to drive meaningful engagement

Despite processing billions of clicks monthly and serving millions of users, Bitly was struggling to translate its brand recognition into organic growth for its premium business solutions.

Journey

The 100hax team approached Bitly's challenges with a strategy focused on repositioning their organic presence:

1. Organic Audience Segmentation Analysis

• Conducted detailed analysis of existing organic traffic to identify visitor intent patterns

• Segmented users based on business size, industry, and specific link management needs

• Identified critical gaps between organic search queries and Bitly's premium capabilities

• Mapped the decision journey for enterprise link management solutions

2. Technical SEO & Architecture Optimization

• Implemented site structure changes to clearly separate consumer and business solutions

• Resolved extensive keyword cannibalization issues across product and blog content

• Enhanced schema markup to better communicate Bitly's full suite of offerings

• Improved internal linking to guide different user segments toward relevant solutions

3. Business-Focused Content Strategy

• Developed comprehensive content addressing specific business use cases across industries

• Created case studies highlighting ROI metrics from enterprise customers

• Built comparison content positioning Bitly against enterprise competitors

• Developed industry-specific guides showing advanced applications of link management

4. Authority Building Campaign

• Produced "The State of Digital Customer Journeys" research leveraging anonymous data from billions of link clicks

• Secured strategic partnerships with marketing technology platforms for co-created content

• Developed an educational webinar series featuring enterprise customers sharing success metrics

• Created and promoted benchmark reports on link performance across different industries

5. Conversion Path Optimization

• Implemented intent-based content journeys guiding users toward business solutions

• Developed interactive tools demonstrating the ROI potential of advanced link analytics

• Created segmented nurture sequences based on specific business challenges identified

• Redesigned resource centre with clear pathways to relevant product solutions

Throughout the engagement, 100hax worked closely with Bitly's product team to ensure content accurately reflected their evolving enterprise capabilities while maintaining their approachable brand voice.

Results

Within 12 months of working with 100hax, Bitly experienced significant transformation in their organic marketing results:

• 218% increase in non-branded organic traffic to business solution pages

• 687% growth in organic leads for enterprise solutions

• First-page rankings for 84 high-value business-focused keywords

• Featured snippets secured for 19 link management and analytics terms

• Enterprise solution page traffic increased by 342%

• Average organic session duration improved by 76% for business visitors

• Organic channel now driving 38% of enterprise demo requests (up from 6%)

• Conversion rate to sales conversations improved to 3.2% for organic business traffic

• Average contract value from organic leads increased by 47%

• Enterprise revenue contribution grew by 215% from organic channels

Most importantly, Bitly successfully expanded their perceived market position from simply a URL shortener to a comprehensive enterprise link management and analytics platform.

Insights

The success of Bitly's organic transformation came from several key differentiators in 100hax's approach:

1. Intent Segmentation: Rather than pursuing generic traffic growth, content was precisely targeted at business decision-makers with specific link management challenges.

2. Narrative Evolution: Content strategically shifted market perception from "Bitly the URL shortener" to "Bitly the enterprise link management platform" through progressive storytelling.

3. Data-Powered Authority: By leveraging Bitly's unique position of processing billions of links, content established unmatched thought leadership in understanding digital customer journeys.

4. Vertical-Specific Approaches: Content was tailored to address unique link management challenges across different industries, from e-commerce to financial services to healthcare.

5. Technical-to-Business Translation: Complex link management concepts were translated into clear business outcomes and ROI metrics that resonated with decision-makers.